NAC Presents is a unique performance series that brings Canadian singer-songwriters to Canada’s national stage. The series features artists from a variety of genres, whose experience ranges from new-to-the-industry to music icons. Like other artistic streams at the NAC, it is facing the challenge of an aging consumer base and a need to be relevant to a new generation of concert goers.

The look-and-feel of the 2016-17 season was new take on the series positioning of “We love Canadian music” with a focus on younger audiences. A key insight for this group is that while they typically stream their music, they also associate going to a record store with the idea of making musical discoveries—which NAC Presents is all about. With this in mind, we built a campaign around a “Canadian-made” record treated with a popular digital world duotone filter.